Justin Ferrell is fantastic at presenting this material. I also love the perspective shift of using verbs rather than nouns to define needs. Very powerful way to expand the realm of possible solutions.
Ramon Padilla same here. I also liked the context of verbs correlating to opportunities and nouns to solutions. if someone says they want a ladder, really what they're looking to do is reach higher. a ladder might be one such solution, but starting from the verb enables further innovation e.g. bionic arm, elevator shelves etc
I'm teaching a course in Contextual Ideation, and while creating the course content I thought I'd rummage through RU-vid for new ideas. 'Design thinking' has taken a few turns since '13, but Justin's easy way with the delivery was admirable! The definition of 'need' was brilliant!
I was browsing around and stepped in to this class room. Wow Justin, you are such a force to motivate a full class with calm and joy. I loved every second of this class. I am 80 yeras old and shall delve further finding your classes if there are any. Thank you, YOU ARE AN AWESOME TEACHER.
Some notes, quotes, and timestamps. ru-vid.com/video/%D0%B2%D0%B8%D0%B4%D0%B5%D0%BE-Z4gAugRGpeY.html Washington Post experience before Stanford. A portrait of your neighbor. Share it. Felt like; "bad" "fun". Do this exercise because only half of all adults don't feel like they are creative. "We tend to equate creative ability with artistic ability." "What we are really teaching is the ability to show unfinished work." Take on problems that don't have a clear answer. 6:00 d School is multidisciplinary and "you're sharing your expertise with people very different than you and you're finding the innovative ideas in the space between your expertise." Not outcomes so much as internal ability. Everyone has creativity inside them. Always real projects. Talk to real people. Hands on, experiential learning. "Innovation is not an event. Innovation is a human centered process." 8:15 Empathize > define > ideate > prototype > test. Activity. Need some paper. Unlock creative potential. Focusing and flaring. This works well when you separate the parts. Rather than brainstorm (flare) and choose (focus); only build up the ideas. "The first rule of brainstorming is to defer all judgment." 10:00 Sketches to warm up; 'baby, door, house, innovation.' Drawing isn't about quality but communication - does someone else understand the idea you want to communicate. A and B partners in group. 12:00 The ideal wallet. Uses this: static1.squarespace.com/static/57c6b79629687fde090a0fdd/t/58992ddd46c3c4da5df52911/1486433757845/Participant-Worksheet.pdf It's a false start to dive right in. But what if we use a longer process, this process: Empathize > define > ideate > prototype > test. A interviews B about their wallet. This isn't like journalism, this is understanding. Round One is explicit reasons, Round Two is about emotion. "The way to do this is to be like a child and ask 'Why?'" Five whys. These interviews (empathize) have been the flare part, gathering information. The next part (define) will be about focusing the information. 16:00 "I want you to think of needs as verbs instead of nouns. Nouns are more solutions but needs will generate solutions you wouldn't come to otherwise." JF references Jobs, and Ford quotes. Ford could have asked about needs; like go faster. Needs are opportunities not solutions. Rather than design for the middle talk to individuals. Focus on individuals. OXO peeler. His wife had arthritis. OXO good grips. An extreme user. "When you're working on a new product or service you should figure out who the extreme users are in your case. Hardcore users and people who never do." Back to wallet ideas and a point of view statement. 22:30 1. NAME needs a way to NAME's NEED. Unexpectedly in their world INSIGHT. Articulate the problem statement. Write your POV. A good problem statement is short, specific and sexy (SSS). Ideate, a Silicon Valley way to say Brainstorm 25:45 A high energy activity. "The best way to get a good idea is to get a lot of ideas." Linus Pauling Rules from d school; defer judgment, go for volume, one conversation at a time, be visual, headline, build on the ideas of others, stay on topic, encourage wild ideas. Then share with partner to get feedback on the idea. This is gold for the designer. 29:00 Now take a minute to think about idea as a product or service. What does it look like? Now, a bias toward action. Rapid prototyping to fail early so it doesn't cost you very much. Now onto the testing phase, another chance to get more feedback not to sell what you created. 33:00
Uploaded almost 10 years ago and still feels not just relevant, but timeless advice for all people looking to solve problems in today's world. It still crushes me to see that people in the C-Suite ignore the contributions of creative thinking people, who create intuitive solutions for the business, not just pretty pictures.
This was a very insightful video that dug deep into my brain about so many different things. I’m about to start my undergrad and take a class similar to this. Very much needed and a good watch thank you to who ever this professor is.
it is a great presentation and thank you for sharing this. The step by step process of design workshop is very clear to understand . Hope we can get more static video captures than dynamic ones :)
I am a relatively new designer. This was just the kind of information I needed. The concepts taught seemed practical and applicable. Thank you, Justin.
I like you comment, because I also think about Marie immediately :) But, it is interesting www.bbvaopenmind.com/en/science/leading-figures/the-magnificent-four-who-received-the-nobel-prize-twice/ LINUS PAULING is the only person twice decorated with a Nobel Prize not shared with anyone else. And Justin said that he is only INDIVIDUAL laureate that receive Nobel price twice.
Nenad Markovic Nenad Markovic Yes, Bardeen and Sanger also won twice, in the same category. Curie and Pauling won the prize in two different categories. Remarkable people :)
Hello everyone! By any chance, does anyone have the presentation that Justin was sharing on the screen, as I might use some of those slides to explain Design Thinking to my colleagues? Thanks
The audience are very different from each other and have different needs and preference, if only focusing on one group wouldn't that make it a niche product?
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